The “Point” video is based on a reflexion about how writing is imposed inside public spaces for commercial purposes. Advertising uses techniques such as typography and slogans to get their written message across. As soon as we read the message a voice is recreated in our head forcing us to “own” it. “Point” uses those same techniques to achieve the opposite effect. It explores this imbalanced “communication” process by the means of questions.
The goal is to activate the reader, to consciously resonate inside his mind, signifying an end, highlighting the moment, and pointing to a new beginning, standing as a critical point inside the urban maze.
Thus, its ultimate ambition is to celebrate void, resulting in a non-profit brain-wash.